Strategic Social Media 2/28/2018
Strategic Social Media MAKING NEW CONNECTIONS ON TWITTER
One advocate ‐> a movement to cure the incurable
ALS Foundation $115M raised in Summer 2014 $96M to research projects
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Strategic Social Media 2/28/2018
“The highest velocity culture shift seen in decades.” ‐ Edward Felsenthal, Editor‐in‐Chief, Time
Sparking a Movement
Mark Stelzner, Inflexion Advisors
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Strategic Social Media 2/28/2018
What We Will Cover
Why Twitter? (The 24/7 Barrier
Buster)
How to Read & Tweet
(Communication Strategies)
How to Share Not
Bare (Profile & Presence)
Tips to Optimize (Post, Search &
Share)
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Social networks accessed several times per day by internet users in the United States as of January 2018
Strategic Social Media 2/28/2018
Who shared it? A Primer in Conversational Business The use of messaging apps, speech‐based assistants and chatbots to automate communication and create personalized customer experiences at scale.
Co‐Founder & CEO Aspiring Product Tech Strategist Investor in Growth Stage Marketer B2B
The Twitter Conundrum • A simple format: Communicate in 140 280
characters or less. • Many uses • Valued at 7 times ($15.1B) more than the New
York Times (<$2B) but…
no definitive consensus on how to use it.
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Strategic Social Media 2/28/2018
Why Twitter? 1. Communicate with Anyone
Twitter doesn’t require agreement to connect and communicate, only right to refuse.
@username Status Update Notification
Unsolicited messages can go unseen
Invite to connect can require introductions, premium membership
Why Twitter? 2. Keep Pace in Your Field & Exchange Knowledge
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Strategic Social Media 2/28/2018
Why Twitter? 3. Used by Employers to Scout Prospective Hires
35% # of Fortune 500 companies with Recruiting Accounts
57% # of companies enjoy connecting w/ job seekers via Twitter
(Source: UnderCover Recruiter)
Why Twitter? 4. Conversation streams can lead to jobs.
Source: United States Recruiting Trends 2016, LinkedIn Talent Solutions
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Strategic Social Media 2/28/2018
Twitter Can Showcase
Jobvite: Three out of Four Methods for Best Candidates = Online Visibility
Jobvite Survey: 3 Top Traits of Candidates to Hire
1. Conversational Skills
2. Knowledge of Industry
3. Enthusiasm (Source: Jobvite Recruiter Nation)
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Strategic Social Media 2/28/2018
Why Twitter? 5. Expand your online presence
8th in traffic among U.S. websites Source: Alexa Top Sites in United States, Alexa.com, February 2018 LinkedIn = #12.
Personal Branding > High SEO in Google Search
Complete profile & active presence expands personal visibility
More engagement on Twitter with active users. Twitter users average 6:26 minutes on site, LinkedIn 5:12 per visit.
Visibility + New Connections => Referrals
#1 SOURCE OF EXTERNAL HIRE HOW EMPLOYERS HIRE PEOPLE THEY DIDN’T KNOW BEFORE REFERRALS (Source: CareerXRoads)
(Source: UndercoverRecruiter.com)
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Source: Alexa Top Sites in United States, Alexa.com, February 2018 LinkedIn = #12.
(Source: CareerXRoads)
Strategic Social Media 2/28/2018
How to Read & Tweet MAKING NEW CONNECTIONS ON TWITTER
Twitter 101 Resources
Help Center: help.twitter.com
mashable.com/guidebook/twitter/
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Using TwitterLearn the basics to help you make the most of Twitter
Whether you're a new or a seasoned pro, we'll help you make the most of Twitter. Explore answers to common questions about Tweeting, finding interesting stuff on Twitter, using the app, and more
Strategic Social Media 2/28/2018
How Following Works Click the Follow button to receive status updates.
You can send a public message to anyone via a status update addressed to @username or selecting account homepage
Messages are visible on your public stream and to the sender’s Notification stream.
If you Follow an account and they Follow you, you can send Private Messages
https://tinyurl.com/li‐headline‐tip
How this is helpful: A recruiting insider’s tip on how recruiters search for profiles.
Search bar lets you search inside LinkedIn headlines of individual users.
If you are seeking to grow your own online presence – and want to be found
use tips to create a LinkedIn headline that is easily accessible
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Click the Follow button to receive status updates
Strategic Social Media 2/28/2018
How to Engage, Share & Respond
(Courtesy of Digital Charlotte)
Reply
Options: How to Engage
4 Options to Respond
Reply = She can view in Notifications and Mentions Retweet = Share content & make comment Like = Saved but easy to miss. Message = Only option if account follows you
Reply
(Courtesy of Digital Charlotte)
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(Courtesy of Digital Charlotte)
Strategic Social Media 2/28/2018
How to Share Not Bare BUILDING STRONG DIGITAL FOOTPRINTS
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BUILDING STRONG DIGITAL FOOTPRINTS
Strategic Social Media 2/28/2018
How to Share Not Bare
What’s common sense in real life is common sense on social media.
Jobvite: Recruiter Nation Report 2017
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So what is a positive sign on social media? Examples of well written or design work (65%), engagement in volunteering, mentoring, or non-profits (63%), and mutual connections (35%) are the top three positive factors that impact a recruiter's decision to move forward with a candidate.
Strategic Social Media 2/28/2018
Discretionary Authenticity
“The art of presenting your genuine voice in an accessible, positive, and professional light.”
The Twitter Job Search Guide
Discretionary Authenticity
A Framework to 1. Create conversations.
2. Show your personality – but not your“digital dirt”
3. Be your own pr and booking agent
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“The art of presenting your genuine voice in an accessible, positive, and professional light.”
The Twitter Job Search Guide
A Framework to
Create conversations.
Show your personality – but not your “digital dirt”
Be your own PR and booking agent
Strategic Social Media 2/28/2018
AIM Model: You in Your Best Light
• Audience: Define who gets your message
• Intent: Define what you want to convey
• Messaging: Tailor message for audience
AIM Example: “Late To Work” Need: Better Early Morning Routine
• Audience: Don’t go public w/ problem
• Intent: Get ideas to fix problem
• Messaging: Tailor message
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Strategic Social Media 2/28/2018
AIM Example: Emily Walsh (Who shared it…) A Primer in Conversational Business The use of messaging apps, speech‐based assistants and chatbots to automate communication and create personalized customer experiences at scale.
63 % of Facebook users have increased messaging with businesses over the last year
Mobile app usage has declined 20%, year over year. ______
Georgian Partners certain tech trends change every aspect of a software business over time including business models, product plans, people and skills, technology platforms, pricing, and packaging.
Emily’s Tweet
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Mobile app usage has declined 20%, year over year.
Strategic Social Media 2/28/2018
AIM Example: Conversational Business Showcasing company mission & research
• Audience: 292 Followers • Intent: Education
• Messaging: Tailored to organization’s focus
Strategy: Quality over Quantity
She stays on brand and shares what is important to her.
She is also accessible.
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Strategic Social Media 2/28/2018
AIM Example: Showcasing Core Values
AIM Example: Sharing Collaborative Work
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Strategic Social Media 2/28/2018
7 Tips to Generate Great Content
1. Use #hashtags to join conversations and also increase visibility of your tweets.
2. Share information on your field of interest, trends or news that makes you lean forward.
3. If you don’t have something to say, share the thoughts of someone else.
7 Tips to Generate Great Content
4. Ask for help, but don’t lead with a need.
5. Invite people to join you on or offline for conversation. 6. Don’t be shy when sharing your job interests.
7. Avoid going negative – share what you can see with the naked eye.
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Strategic Social Media 2/28/2018
Creating a Strong Personal Brand • 160 characters for bio. Build profile bio with
keywords in your field, job, and industry • Identify relevant keywords • After you have posted and retweeted 10+
relevant tweets, follow others and start to share content
Bio Link > Portfolio Integrated Personal & Professional
AIM Bios: Johnson Students & Alumni
Knowledge & Sector Experience
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Strategic Social Media 2/28/2018
AIM Bios: Johnson Alumni
Mission Focused | Bilingual Tweets Int’l (Japan) | Ivy Explanation Specialty Areas | Disclaimer
Optimizing Your Search FINDING PEOPLE, OPPORTUNITIES & COMMUNITIES
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FINDING PEOPLE, OPPORTUNITIES & COMMUNITIES
Strategic Social Media 2/28/2018
Twitter Advanced Search ‐> Follow Hashtags or Search by Keywords
search.twitter.com
Twitter Advanced Search ‐> Find Recruiters
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Strategic Social Media 2/28/2018
#Hashtags: Discussion threads
#Hashtag
The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet.
Hashtags were created by Twitter to categorize messages – and group conversations.
Using Twitter to Find Conversations • Check out Twitter’s Advanced Search Engine • Use #hashtags for your field, industry and
location • Use search to find company accounts, people
to follow and engage
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Use #hashtags for your field, industry and location
Strategic Social Media 2/28/2018
Twitter Lists: Get Organized Subscribe, Get Listed or Create – Only See Tweets from those Listed
Account Limit: 1,000 Lists Up to 500 Users/List
You can see lists users are subscribe to under their profile
Twitter Lists • Johnson Students & Alumni List
222 Members| 12 Subscribers • Cornell on Twitter
101 Members| 66 Subscribers • Recommended: See what lists others are on
& subscribe (or start your own)
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Strategic Social Media 2/28/2018
Adapt to Fit Your Needs CUSTOMIZING HOW YOU USE TWITTER
4 Ways Twitter Can Fit Your Needs 1. Job leads 2. Make new connections in areas of interest 3. Communicate and grow your network,
knowledge & expertise 4. Optimize your online presence
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Strategic Social Media 2/28/2018
In Sum… Twitter is user defined. (You set the tone.)
Search like a detective to find what you need.
Adapt Twitter to suit your own needs.
Act as interested as you are interesting for success.
For More Information
Chandlee Bryan, M.Ed. Career Coach & Resume Writer Co‐Author, The Twitter Job Search Guide linkedin.com/in/chandleebryan
@chandlee
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Career Coach & Resume Writer
Strategic Social Media 2/28/2018
Bonus Tools ADDITIONAL TIPS
Understanding Search (Or How People Find You) Boolean Operators OPERATOR HOW TO PRESENT YIELDS AND
KEYWORDS, NO RESULTS BOTH TERMS SPACES
OR ALL CAPS MORE RESULTS, EITHER TERM
NOT ‐nospaces EXCLUDES RESULTS
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Bonus ToolsADDITIONAL TIPS
AND (jobs (marketing sales))
OR (jobs (marketing OR sales))
NOT (jobs (marketing sales)-internship)
Strategic Social Media 2/28/2018
Understanding Search (How to Get Better Results) Boolean Modifiers MODIFIER EXAMPLE YIELDS QUOTATIONS “phrase” “B.A. in Neuroscience” RESULTS WITH EXACT PHRASE
“Neuro Marketing”
PARENTHESES (marketing or neuromarketing) CLEARER SEARCH (used as part of search string)
Google Search Commands (allows you to search inside sites) COMMAND EXAMPLE YIELDS
site:DomainName.Ext site:twitter.com RESULTS INSIDE TWITTER
inurl: Inurl:consulting KEYWORD IN WEB ADDRESS
Intitle: Intitle:resume WORD IN WEBPAGE TITLE
Google Boolean Search ‐> Find Recruiters
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Strategic Social Media 2/28/2018
Find Keywords for Job & Field of Interest AND PASTE JOB DESCRIPTION INTO TAGCROWD.COM MAKE A LIST OF REQUIREMENTS VISUALIZE!
TO BE FOUND, INCLUDE KEYWORDS IN BIO TWEETS & IN LINKEDIN PROFILE
Find Hashtag/Discussion Threads ‐> Twubs
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CUT AND PASTE JOB DESCRIPTION INTO TAGCROWD.COM MAKE A LIST OF REQUIREMENTS VISUALIZE!
Strategic Social Media 2/28/2018
Participate • Find and contribute to conversations in your industry • Search discussion topics • Follow, share & retweet conferences, meetings
& industry news
Find Jobs w/ #Hashtags Used by Employers #job OR #jobs or
typeofjob (example: #operations, #sales)
Location (example: #Denver)
Event specific (example: #conference)
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Most Common Fortune 500 Hashtags
Top Related